CHICAGO, IL. (Top40 Charts/ WM. WRIGLEY JR. COMPANY) - The Wm. Wrigley Jr. Company (NYSE:WWY), the world's No. 1 maker of chewing gum, today announced it will partner with pop sensation Chris Brown, rising country star and reality dance show champion Julianne Hough
and hip-hop artist Ne-Yo
to re-record three of the Wrigley's Brands well-known jingles: the unforgettable Doublemint "Double Your Pleasure" (1960); the famous Juicy Fruit "Taste is Gonna Move Ya" (1983); and the Big Red "Kiss a Little
Longer" (1979), respectively.
"We are thrilled to be rolling out these musical makeovers for some of America's favorite chewing gums," said Paul Chibe, Wrigley's Vice President of North American Gum Marketing. "Chris, Julianne and Ne-Yo are three diverse, multi-talented performers who were able to bring their individuals styles and interpretations to the re-released Doublemint, Juicy Fruit and Big Red jingles."
To celebrate the relationship, Doublemint gum hosted an invite-only concert for 1,000 guests at Times Square's Nokia Theater where Brown performed selections from his latest album Exclusive: The Forever Edition along with his first live rendition of the remade jingle. Wrigley's offered fans the opportunity to attend the exclusive concert via radio giveaways with New York's Hot 97, Power 105 and Z100. In addition, consumers were also invited to line-up at three pre-determined New York landmarks as well as outside the Nokia Theater to gain entrance into the exclusive event on a first-come, first-serve basis.
The updated jingles are part of Wrigley's new television and radio advertising campaign that launches in August and follow the spring introduction of the new Slim Pack envelope across all the Wrigley's Brands- Big Red, Doublemint, Juicy Fruit, Winterfresh and Wrigley's Spearmint. The summer release of Brown's smash hit, Forever, which featured the unmistakable Doublemint gum jingle lyrics, kicked-off the creative partnership between Brown and Doublemint gum. Wrigley consulted with Translation Advertising (NY) to conceptualize and identify the artists behind the jingle remakes.